Asia is home to some of the world’s oldest cultures and the youngest economies. Both are important forces to contend with when a firm is developing its marketing strategy. In this region a greater sense of community tends to pervade the consumer mind-set. Relationships also tend to play a dominant role in B2B marketing interactions. Understanding how markets within and across Asia differ, is critical for firms wishing to successfully develop and execute marketing strategies for establishing and growing their presence in countries located within the dynamic Asian marketspace. In this course students will be introduced to modern philosophies and practices associated with marketing. Through elements of theory and application the course provides students with a practical overview of the complexities associated with Asian markets. Syracuse students: You cannot earn credit for both this course and MAR 456.
Location: Hong Kong
Semesters: Fall, Spring